Sandra Fluke, a third-year Georgetown University law student, testifies to Congress in Washington. Rush Limbaugh drew fire from many directions for his depiction of Fluke as a "slut" because she spoke out about the need for contraceptive coverage.

Saturday afternoon Rush Limbaugh did a very rare thing. He apologized, “sincerely” even.

The popular conservative talk show host – known for his biting, sarcastic attacks on all things liberal – told Sandra Fluke he “did not mean a personal attack” when he called her a “slut,” a “prostitute,” and a “feminazi,” or when he suggested she make sex tapes and post them online “so we can all watch.”

When Limbaugh began his attack on Fluke this past week, which continued without let up for two days, Republicans began distancing themselves from the man widely perceived to be an important figure in conservative and GOP politics.

Even some Republicans worried that the controversial broadcaster seemed to becoming a major party spokesman.

"The party is in transition," Ed Rogers, a Republican lobbyist and close ally of former Mississippi Gov. Haley Barbour, told Cillizza. "Our leaders have not found their voice or direction…. Limbaugh is filling a vacuum in a world that requires a constant media counter-point."

One after another, advertisers with Limbaugh’s syndicated radio program began pulling out.

Carbonite CEO David Friend said he would confront Limbaugh directly when they meet this coming week.

“The nature of talk radio is that from time to time listeners are offended by a host and ask that we pull our advertising,” Mr. Friend wrote in an open letter to his customers. “However, the outcry over Limbaugh is the worst we’ve ever seen.”

Some had suggested that Fluke might sue Limbaugh for slander.

“I’ve certainly been told I might have a case, but it’s not something I’ve made any decisions about at this point,” Fluke told Allison Yarrow of Newsweek’s The Daily Beast.

It's unclear whether that possibility had anything to do with Limbaugh's backing down. Here’s his apology in full:

"For over 20 years, I have illustrated the absurd with absurdity, three hours a day, five days a week. In this instance, I chose the wrong words in my analogy of the situation. I did not mean a personal attack on Ms. Fluke.

I think it is absolutely absurd that during these very serious political times, we are discussing personal sexual recreational activities before members of Congress. I personally do not agree that American citizens should pay for these social activities. What happened to personal responsibility and accountability? Where do we draw the line? If this is accepted as the norm, what will follow? Will we be debating if taxpayers should pay for new sneakers for all students that are interested in running to keep fit? In my monologue, I posited that it is not our business whatsoever to know what is going on in anyone's bedroom nor do I think it is a topic that should reach a Presidential level.

My choice of words was not the best, and in the attempt to be humorous, I created a national stir. I sincerely apologize to Ms. Fluke for the insulting word choices."